Mondelez has launched Maynards Bassetts Superfruit Jellies, with RRP of £1.

The soft jellies, available from this month in 130g bags, have 30% less sugar, and will include papaya, pomegranate, blueberry and cranberry fruit-shaped jellies.

The launch will be supported by a marketing campaign across digital and social media platforms, and PoS will also be available to convenience retailers.

Maynards Bassetts jumps on 30% less sugar bandwagon

Marta Sanso, senior brand manager at Mondelez International, said: “Maynards Bassetts Superfruit Jellies contain real fruit juice and are a source of vitamins, perfectly placed to bring incremental shoppers to the category.”

In July last year, Mondelez introduced a 30% less sugar version of Wine Gums, with approximately 19g less sugar per 100g.

The launch tapped into the ‘less-sugar’ confectionery segment of the wider confectionery category, which was worth £8.7m in 2018 and grew 56% year on year from 2018 to 2019.

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